The new Microsoft store comes to more Windows PCs and phones

The Windows 10 Store has been rebranded to the Microsoft store for Windows 10 users who are on production builds of Windows. Microsoft initially rolled out the redesign to Insiders last month in September, but now the firm is extending the rollout to customers more generally.

The most obvious change at first is the logo, which has dropped the slightly off angle logo from Windows 8 for a more flattened logo with the Microsoft colours on it. In addition to this, the redesign brings with it a heavy dose of fluent design, transparency and animation to the app, as well as a new logo which is more in line with the flattened Windows 10 design language.

The new Microsoft Store branding is more representative of the new approach Microsoft is taking with the store. It doesn’t only sell Windows-related products, but it also a content store which sells media like movies, as well as books, most of which are compatible with the Xbox and Mixed reality devices. On the Xbox, the Microsoft Store is also a storefront for Xbox accessories like controllers and the like.

We’ve speculated that Microsoft might also want to bring the store cross-platform, especially when it comes to content like music and movies. With Microsoft no longer in the music game, their content strategy appears to be on shaky legs and a cross-platform push would be precisely what consumers and analysts need to gain more confidence in Microsoft’s commitment to the store. Microsoft’s new store is rolling out to Windows devices from today and should hit all devices shortly.

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